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consumers want to be a long-term brand loyalty, first of all need to keep business-to-consumer loyalty
annual 3.15 Consumers are very concerned about the day, but also a lot of business, fear of the day. Consumer spending is concerned about the environment, companies are afraid of being open and affect their own brand names.
for the consumer, corporate brand value reflected in nothing more than provide goods and services. Consumer acceptance is the evaluation of the level of brand value of the most important element. A good brand, has been the recognition is not a simple value, but consumers recognize the value of psychological feelings.
brand is the soul of the enterprise, but the brand power of their own enterprises rather than speculation out, but by the consumers. Good brand by consumers, Lian as it is the largest enterprise of intangible assets. Consumer brand recognition of the value of corporate brand strategy to extend the effective driving force.
reason is simple, but not all companies know how to get consumer recognition, and even consumers do not think that is the only brand that, the lack of genuine respect for the consumer.
ads do a good job, as good word-of-mouth consumers
2006 at the end of the brand known as the Star-made campaign, CCTV’s advertising tender once again become a focus of media attention. Japan-based giant Procter & Gamble in order to win re-CCTV 420,000,000 yuan, Wang S title, which is P & G since 2004, CCTV participate in the tender advertisement, the third crowned as the king marked the throne. As a nationwide every corner of the national media, CCTV on the P & G is a very good platform for the dissemination of the brand, P & G to create the brand image of the leaders of China has played a big role.
There is no denying that a lot of advertising is the preferred means of publicity business, but it is in the process of corporate marketing aspect. The market is finally approved, as well as its enterprise products, the consumer is the ultimate referees. Pang Zhiyi
P & G executives said, when companies launch new products require a deep and accurate understanding of consumer needs, to understand what kind of consumer products is the real target audience, and then formulate the appropriate marketing communications plan, including the product name , Pricing, marketing strategies, such as terminals, which are all in order to achieve the ‘customer’.'s Consumer demand for P & G’s decision to the champion. Wang S is the only enterprise of a display of strength and become a powerful brand The effectiveness of publicity, but that is not the value of the brand. P & G products in the market in a good word-of-mouth, from the consumer’s trust, but by no means marked the honor King. It is understood that the consumer first principle, P & G has a large number of loyal customers, some of its market share even close to 70%.
advertising is the same, the same is to expand corporate influence, but the results are not the same.
breakdown of the previous standard CCTV Wang, the scenery was unlimited, have now disappeared from the scene of countless brands. Qin pool of liquor, wine Confucian Residence home, the more love VCD, mobile phone giant pandas, and other brands in the market is not big wave of heinous tests have long been forgotten by consumers. When the standard brand in these days of the king, for their brand awareness into the capital are astronomical. However, if a loss of consumer brand recognition, out of the market will be overnight from the historical stage. In Beijing’s bustling three-ring road, the EU Code on the floor of the ads also attract many eyes, but because of their fabricated lies consumer fraud, which devastated and reduced to a false brand of classic material.
all sorts of facts have proven that a large amount of money to create the effect of advertising in the near future may be able to quickly raise the visibility of the brand, but is by no means to maintain the long life of good business. Consumers do not agree, there is no consumer loyalty is not to maintain the vitality of enterprises.
win win people’s minds that the market, people will lose market lost here refers to the people that is, consumer recognition. Brand is not life-long , even has a higher brand value of the enterprise, still dare not relax the dissemination of the demands of their own brands. Wal-Mart’s customer is always right, Haier in good faith to always SGM also concerned about you than you, the United States and the country’s small profits but quick turnover, the first to services are aimed at consumers with deep soul Communication and to get the highest degree of consumer satisfaction. These well-known corporate brand value was growing because consumers have won the trust and loyalty, with the popularity and establish a reputation. There is a
old saying goes: too popular to the world. This man, to do the same applies to brands. Brand left the impression that the consumer from the use of the products or services to be enjoyed by the consumers of the merits of the brand to have a say. Consumers want to be a long-term brand loyalty, first of all need to keep business-to-consumer loyalty.
ranking is not on paper, in the minds of consumers
the end of each year, all kinds of business activities will be ranked from overwhelming. The assessment, the draft have been in great demand in many industries, why? Because of consumer concern, because consumers believe. Until there was guilty of defrauding consumers will begin to doubt the authenticity of these rankings.
2006 end of the year, authorities announced a 2006 China vehicle sales satisfaction index (SSI) research report. The Audi won sales satisfaction rankings crown, home-wing 31 of the first well-known car brands. SSI on top, it is the main basis for Audi in the process of delivery, sales and business attitudes, distributors, trading process, delivery process and the procedures in such areas as services. This is the Audi since 2002 has made the third time such an honor. Reporters never
such authorities have been doubts about the ranking, but to see this place reminds me of the time or the speculation by the media in 2002 smashed Mercedes-Benz . At that time, a point of contention is not the quality of the Mercedes-Benz car, but there are problems in the car after the manufacturers of consumer indifference. Mercedes-Benz for example, that its influence events is enormous, and even a claim of Mercedes-Benz car to the Chinese consumers against indifference, as the Chinese in total disregard for human life. Mercedes-Benz was the arrogance of its brand image in China greatly reduced, consumers and even set up a victim of Mercedes-Benz Union , Diandaqike for the image of Mercedes-Benz in China after laying hidden dangers.
In fact, smashed Mercedes-Benz may be a consumer rights act of extreme and undesirable. However, this is consumers and producers between the rights of non-reciprocity, we can take the upset. Mercedes-Benz car with a hundred years to establish a well-known international brand image in the international automotive industry must also rank in the top. However, in China the lack of sufficient respect for the consumers, as a direct result of its brands in the Chinese market credibility crisis. To know that consumers are not the only Zadiao a car, but also the brand in their hearts.
At present, there is also the place for a variety of consumer services, which brands, which brands the efforts needed in the rankings at a glance. However, the position paper weight may not be comparable to that of consumers in mind steelyard. Hale mentioned a lot of consumers say good service, and even Haier’s rivals also say a lot. Haier’s service was to win a reputation, not because of how high their rank, but Haier knows how to respect the consumer.
brand value is given by the consumer, regardless of the size of the development of enterprises how much, no matter how much has the market share.
sophisticated technical excellence of the performance style = enterprise value of the brand loyalty of consumers. With the development of the market economy, the supply of goods is very scanty and many consumer goods are no longer buy, but manufacturers can not sell. Manufacturers in the production of the product before the breakdown of the market, with a clear positioning, technology innovation, the concept of speculation in an attempt to meet consumer demand, consumer demand has become market-oriented. Steelyard between heaven and earth, the consumer is the fixing of the stars. The circulation is the end consumer, the consumer recognition and acceptance of, satisfaction with the brand on the strong vitality of the market for high-coverage, while the market was facing elimination. Small
said, the real interest of consumers, consumers would like to think that urgent needs of the consumer brand, will have real value. Enterprises should be fully aware of this, have made a century-old store possible. On the other hand, it is difficult to base ourselves in the market. Tai said, if the market does not establish the consumer as the core brand values, and even countries will have an impact on the overall brand strategy, which in turn will affect the entire economy.